Columbia Sportswear Company (Nasdaq: COLM) has taken a bold step forward in brand strategy by appointing a new creative agency and enhancing its marketing leadership. This initiative aims to bring Columbia’s unique heritage to the forefront, combining an 86-year legacy with a fresh, integrated brand vision designed to reach consumers in meaningful ways across digital and in-store platforms.
Recently, Columbia previewed its new strategic direction to employees, setting the stage for an exciting brand evolution. Joe Boyle, Executive VP and Columbia Brand President, emphasized that this approach will intertwine product and marketing strategies, allowing Columbia to connect with consumers in innovative ways.
After a competitive selection process, Columbia selected adam&eveDDB as its global creative agency, led by their London office with support from New York and San Francisco. Boyle noted the agency’s ability to craft storytelling that resonates emotionally with a global audience, reflecting Columbia’s history of innovation in outdoor apparel and gear. Adam&eveDDB’s CEO, Miranda Hipwell, expressed enthusiasm about this partnership, calling Columbia “a rare example of the real deal” in the world of purposeful branding.
Columbia also brought on Matthew J. Sutton as Senior VP and Chief Marketing Officer for the Columbia brand, starting in September 2024. Sutton, who brings a wealth of experience from roles at The Black Tux, FreshDirect, and Facebook, will drive Columbia’s omnichannel marketing strategy, focusing on scaling and integrating efforts across platforms to maximize the brand’s reach and impact.
Founded in 1938, Columbia continues to lead the outdoor apparel industry, offering products that keep people comfortable and protected in all seasons. Adam&eveDDB, based in London, New York, and San Francisco, joins a distinguished roster of clients, including Amazon and PlayStation, with a focus on unlocking business value through creative, emotion-driven strategies.
For more information, visit Columbia Sportswear’s website or adam&eveDDB’s website.
